| PUBLIC RELATIONS AND PUBLICITY | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV2615 | Persuasion | Spring | 3 | 0 | 3 | 7 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Must Course |
| Course Level: | Bachelor |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. YEŞİM ULUSU |
| Course Lecturer(s): |
Dr. Öğr. Üyesi NESLİHAN UYSAL Prof. Dr. ALİ ATIF BİR Dr. Öğr. Üyesi GÜL ŞENER |
| Course Objectives: | The main objective of the course is to provide students with a solid grounding in theories, principles, and strategies of social influence and persuasion as they apply to everyday contexts in which influence attempts take place. We'll explore this subject from a scientific and psychological perspective. We'll learn basic, effective persuasion tactics that are effective in changing attitudes and behaviors in a variety of situations. Students should gain familiarity with findings from empirical investigations on persuasion, social influence, and compliance gaining, and will learn about strategies and techniques of persuasion relating to a wide variety of real-life communication contexts, situations. and settings. |
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The students who have succeeded in this course; Upon the completion of this course, students will be able to: 1. Develop a basic understanding of persuasion as a communication tool and its boundaries; 2. Identify key theories of persuasion; 3. Explain how cognitive processing of persuasive messages occur; 4. Describe an attitude, its structure and its functions; 5. Develop competencies in understanding psychological dynamics behind the acceptance of a persuasive message; 6. Assess the effects of confirmity and influence in groups and how they apply to persuasion; 7. Identify the concept compliance gaining and how it can be achieved in various communication contexts; 8. Explain the main components of the concept of credibility and understand its centrality for brand communication; 9. Identify persuasive tactics used in advertising and marketing. |
| This course will cover the basic persuasion theories. Also as foundations of these theories, belief, attitude, behavior related theories will be examined. |
| Week | Subject | Related Preparation | |
| 1) | Orientation • Meet-up • Syllabus Review • Course requirements | ||
| 2) | What constitutes persuasion? - Definition of persuasion and limiting criteria | Students are expected to read Chapter 1-2 before attending the online class | |
| 3) | What constitutes persuasion? - The Elaboration Likelihood Model - The Heuristic Systematic Model - The Unimodel of Persuasion | ||
| 4) | Attitudes and Consistency - What is an attitude? - Basic functions of attitudes (Katz) | Students are expected to read Chapter 3 before attending the online class | |
| 5) | Attitudes and Consistency - The Reasoned Action Approach | ||
| 6) | Attitudes and Consistency - Psychological Consistency - Cognitive Dissonance Theory | ||
| 7) | Credibility - Defining credibility - Primary and secondary dimensions of credibility -The sleeper effect | Students are expected to read Chapter 4 before attending the online class | |
| 8) | MIDTERM | ||
| 9) | Conformity and Influence in Groups - Conformity as persuasion - Identification and reference groups - Deindividuation, social loafing, and social facilitation | Students are expected to read Chapter 6 before attending the online class | |
| 10) | Structuring and ordering persuasive messages - Gain-framed vs. loss-framed messages - Quantity vs. quality of arguments - Repetition and mere exposure | Students are expected to read Chapter 9 before attending the online class | |
| 11) | Structuring and ordering persuasive messages - Primacy and recency effects - Inoculation, Message Sidedness and Forewarning | ||
| 12) | Compliance Gaining - Definition - Situational factors affecting compliance gaining behavior | Students are expected to read Chapter 10 before attending the online class | |
| 13) | Motivational Appeals - Logical and Emotional Appeals - Fear appeals - Humorous appeals | Students are expected to read Chapter 13 before attending the online class | |
| 14) | Motivational Appeals - Sex appeals - Pride and Patriotism - Ingratiation | ||
| Course Notes: | Required reading : Persuasion, Social Influence, and Compliance Gaining (Fourth Edition) Jennifer Acosta-Licea (California State University, Fullerton) Robert H. Gass (California State University, Fullerton) John S. Seiter (Utah State University) |
| References: | Recommended reading: 1. Türkleri İkna Etmenin İncelikleri (Mehmet Auf) Kapital Kitapları 2. Kelimelerle İkna Etmenin Yolları (Joe Vitale) MediaCat Kitapları 3. Sözlü Dövüş Kibarca İkna Sanatı (Jerry B. Jenkins, George Thompson) Koridor Yayıncılık 4. İknanın Psikolojisi (Robert B. Cialdini; Çeviren: Fevzi Yalım) MediaCat Kitapları 5. Başkalarını Sizin Gibi Düşünmeye Nasıl İkna Edersiniz? (Kevin Hogan) 6. Evet! İkna Etmenin Bilimsel Olarak Kanıtlanmış 50 yolu 7. (İbrahim Şener) |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Laboratory | 0 | % 0 |
| Application | 0 | % 0 |
| Field Work | 0 | % 0 |
| Special Course Internship (Work Placement) | 0 | % 0 |
| Quizzes | 4 | % 10 |
| Homework Assignments | 2 | % 20 |
| Presentation | % 0 | |
| Project | 0 | % 0 |
| Seminar | 0 | % 0 |
| Midterms | 1 | % 20 |
| Preliminary Jury | 0 | % 0 |
| Final | 1 | % 40 |
| Paper Submission | 0 | % 0 |
| Jury | 0 | % 0 |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 13 | 3 | 39 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Special Course Internship (Work Placement) | 0 | 0 | 0 |
| Field Work | 0 | 0 | 0 |
| Study Hours Out of Class | 13 | 6 | 78 |
| Presentations / Seminar | 6 | 3 | 18 |
| Project | 0 | 0 | 0 |
| Homework Assignments | 2 | 5 | 10 |
| Quizzes | 4 | 4 | 16 |
| Preliminary Jury | 0 | 0 | 0 |
| Midterms | 1 | 4 | 4 |
| Paper Submission | 0 | 0 | 0 |
| Jury | 0 | 0 | 0 |
| Final | 1 | 4 | 4 |
| Total Workload | 169 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To prepare the students to become communication professionals by focusing on strategic thinking, professional writing, ethical practice and innovative use of traditional and new media | 4 |
| 2) | To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics. | 3 |
| 3) | To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how public realtions works. | 5 |
| 4) | To be able to have the ability to explain and identify problems associated with the relationships between events and facts in the areas of public relations, persuasive communication, communication management, corporate communications. | 4 |
| 5) | To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices. | 2 |
| 6) | To be able to search, write, and design articles, newsletters, and fliers, brochures, and announcements, in styles and formats appropraite various audiences, mediums and settings. | 4 |
| 7) | To be able to apply the underlying theories of communication and the necessities of work safety to different types of public relations processes and campaigns. | 4 |
| 8) | To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices. | 2 |
| 9) | To be able to take responsibility in an individual capacity or as a team in generating solutions to given scenarios which can occur in public relations processes. | 3 |
| 10) | To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool. | 2 |
| 11) | To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations. | 3 |
| 12) | To be able to to use information, communication technologies and computer software with the required level of public relations, marketing communication, persuasive communication, communication management, corporate communications. | 1 |
| 13) | To be able to explain and describe business marketing activities, economics, business law and global business practices. | 4 |
| 14) | To be able to recognize national and international, social and cultural dimensions of public relations. | 3 |